Drafting for Lucky Loot
7th Street Casino | April 2023
Campaign Outcome
Increased new card sign-ups and boosted overall casino revenue during a traditionally slower month.
Role
Campaign concept and strategy, creative direction, graphic design, promotional execution
Objective
Increase new card sign-ups and overall revenue by capitalizing on the NFL Draft taking place in Kansas City. The campaign aimed to attract football fans who were visiting the area and staying nearby, introducing them to the casino through a compelling sign-up incentive.
Approach
I developed a draft-themed promotion timed around the NFL Draft in Kansas City. Patrons earned drawing entries throughout April, with bonus entry days on Sundays and Mondays to drive traffic on slower days. The campaign culminated in a hot seat drawing on April 27th, where winners were randomly selected based on entries earned. The grand prize included Lucky Loot free slot play and two Kansas City Chiefs season tickets for the following season.
Messaging focused on proximity to the draft, exclusive prizes, and a $20 free play bonus for new card sign-ups to encourage trial and repeat visits.
Channels + Deliverables
Geofenced social ads targeting draft attendees and nearby hotel guests
Direct mail postcard sent to existing card holders
Property-wide posters, banners, and digital screens
Campaign logo, background systems, and custom illustrations
Digital and print creative supporting bonus entry days and the grand prize drawing
Key Insight
Tying a casino promotion to a major local event created strong relevance with a new audience. Combining geofenced digital advertising with on-property and direct mail support helped drive both new card sign-ups and incremental revenue, especially when paired with bonus entry incentives on slower days.
